Digital Audience Manager

Posted: 17/12/2024
- Closing Date: 05/01/2025
- Salary: $111,966.00 - $120,025.00
- Job Type: Permanent - Full Time
- Location: Melbourne
- Job Category: Arts, Culture,Media, Marketing

**About the National Film and Sound Archive**

The National Film and Sound Archive of Australia (NFSA) is Australia’s audiovisual archive, telling the national story by collecting, preserving and sharing audiovisual media, the cultural experience platforms of our time. The collection itself dates back to 1935, making it one of the world’s oldest audiovisual collections. It is also one of the country’s most used cultural collections, with around 125 million views of collection content each year. The NFSA is in a period of significant change. Following increased Government investment, the institution is in a process of digital transformation, establishing the NFSA as Australia’s most dynamic and valued cultural organisation. We are rebuilding our curatorial workforce and developing the NFSA’s capacity to digitise our collection at scale - to preserve it for the future, to make sure it can be discovered, and to share it with all Australians.

We continue to work on developing a stable, secure and future-proof workforce across our four physical sites based in Canberra and Mitchell in the ACT as well as in Sydney and Melbourne.

We are also undergoing a program of business improvement for many of our corporate systems to improve efficiency and reduce manual handling.

We are an ambitious organisation, and we aim to be an employer of choice within the Galleries, Libraries, Archives and Museums (GLAM) sector, providing exciting and challenging work, as well as favourable employment conditions and unique development opportunities for our staff.

**About the Team**

The Digital Audience team is part of the Marketing, Design and Digital Audiences section of the Marketing and Communications Branch. The section and Branch collaborate across our Sydney, Canberra and Melbourne offices. The team supports NFSA’s vision to be Australia’s most dynamic and valued cultural organisation by driving best-practice, data-led audience experiences to grow and diversify the Australians who engage with our Collection.

**The Opportunity**

**Key Responsibilities/Duties**

Under limited direction, this position is responsible for delivering the following functions:

- Ensuring that each touchpoint of the NFSA’s audience digital journey is effective, frictionless, engaging and continually optimised by leading, creating and continuallyoptimising the audience digital journey and platforms.
- Contributing to digital products being released on schedule and on budget by championing audience experience and representing the Marketing & Communications team in Digital Product Working Groups, participating in digital product development projects end-to-end, and acting as a conduit/liaison with the reminder of the Marketing & Communications team.
- Acting as a digital product advocate and guardian by (but not limited to):

- briefing and providing advice to marketing colleagues and key stakeholders on go-to-market strategies for new digital products,
- continually researching and implementing test and learn opportunities to
- optimise audience growth and engagement; and
- Evaluating and analysing audience behaviour on current digital platforms, identifyinggateways, conducting audience journey mapping with consideration of different audience segments, and identifying pain points and opportunities for growth.
- Developing and implementing strategies to deliver on agreed audience metrics including development and maintenance of a sophisticated data layer and custom tracking with the external analytics partner.
- Delivering audience insights and monthly reporting to marketing, content and communication teams in order to drive optimisation.
- Identify and implement strategies to optimise website traffic including the development and implementation of SEO and SEM strategies.
- Being an active role in developing an optimum workplace culture for all employees including developing and managing the digital audience team and working collaboratively with the leadership of the Marketing & Communications team to ensure a cohesive and positive team culture.
- Managing external digital agencies and partner relationships, and credibly represent the NFSA’s interests and advocate persuasively in professional forums.

**Selection Criteria**
- Demonstrated experience as audience experience lead for digital products, or digital product marketing lead.
- Possess a strong analytical and quantitative skills when interpreting data and insights, with a focus on continual optimisation.
- Proven experience with web analytics and AB testing and an excellent understanding of SEO and SEM.
- Strong interpersonal, relationship building and stakeholder management skills.
- Demonstrated organisational skills with effective project management, excellent written communication and time management skills.